本文選題：中國(guó)元素 + 辨識(shí)度��； 參考：《中央財(cái)經(jīng)大學(xué)學(xué)報(bào)》2017年02期

【摘要】：大量全球知名企業(yè)利用中國(guó)元素開(kāi)展本土化戰(zhàn)略,而關(guān)于此戰(zhàn)略的運(yùn)用效果研究甚少�，F(xiàn)有不多的研究討論了中國(guó)元素的使用對(duì)消費(fèi)者品牌態(tài)度的影響,但并未對(duì)案例進(jìn)行分類研究,也缺乏對(duì)其影響因素的探究。筆者在多案例分析和消費(fèi)者深度訪談基礎(chǔ)上發(fā)現(xiàn):可辨識(shí)性是影響國(guó)際品牌中國(guó)元素使用效果的第一關(guān)鍵因素,基于色彩視認(rèn)性和品牌識(shí)別,將其界定為"中國(guó)元素辨識(shí)度"這一概念;結(jié)合消費(fèi)者深度訪談和現(xiàn)有文獻(xiàn),將中國(guó)元素辨識(shí)度作為自變量、品牌聯(lián)想作為中介變量、文化認(rèn)同作為調(diào)節(jié)變量,構(gòu)建了理論研究模型。從案例成敗和辨識(shí)度高低兩個(gè)維度形成2×2的實(shí)驗(yàn)案例組合,以品牌熟悉度為分組依據(jù),形成八個(gè)實(shí)驗(yàn)組,研究發(fā)現(xiàn):中國(guó)元素辨識(shí)度顯著影響國(guó)際品牌的消費(fèi)者購(gòu)買意愿,且在元素運(yùn)用不當(dāng)或低品牌熟悉度情境下更為明顯;同樣,低品牌熟悉度情境下品牌聯(lián)想和文化認(rèn)同的中介及調(diào)節(jié)作用顯著,但與案例類別(產(chǎn)品造型案例和產(chǎn)品宣傳)無(wú)明顯相關(guān)。最后從中國(guó)元素的選擇和使用、引導(dǎo)消費(fèi)者聯(lián)想途徑和市場(chǎng)定位三方面提出了企業(yè)正確運(yùn)用中國(guó)元素的建議。
[Abstract]:A large number of global famous enterprises use Chinese elements to carry out localization strategy, but there is little research on the effect of this strategy. Few studies have discussed the impact of the use of Chinese elements on consumer brand attitudes, but there is no classification of cases and lack of research on the influencing factors. On the basis of multi-case analysis and in-depth interview with consumers, the author finds that identifiability is the first key factor affecting the use of Chinese elements of international brands, based on color recognition and brand recognition. It is defined as the concept of "Chinese element identification", and combined with in-depth interviews with consumers and existing literature, Chinese element identification is regarded as independent variable, brand association as intermediary variable, and cultural identity as adjustment variable. The theoretical research model is constructed. According to the two dimensions of case success and the degree of identification, a 2 脳 2 experimental case combination was formed. Based on the brand familiarity, eight experimental groups were formed. The results showed that the Chinese element identification significantly affected the consumers' willingness to buy international brands. And it is more obvious in the context of improper use of elements or low brand familiarity; similarly, the mediation and regulation of brand association and cultural identity is significant in the context of low brand familiarity. However, there is no obvious correlation with the case category (product modeling case and product promotion). Finally, from the choice and use of Chinese elements, the author puts forward some suggestions for enterprises to use Chinese elements correctly from three aspects: the ways of leading consumers to associate and the market orientation.
【作者單位】： 中國(guó)礦業(yè)大學(xué)管理學(xué)院;
【基金】：高校中央專項(xiàng)業(yè)務(wù)“外部線索對(duì)網(wǎng)絡(luò)團(tuán)購(gòu)消費(fèi)決策遲疑的影響”(項(xiàng)目編號(hào):2014WA03)
【分類號(hào)】：F273.2;F713.55

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